SIUF 2018

From April 19-21, the 13th edition of SIUF will focus on two main drivers: original design and capital investment, as Mr Zhang explains to Intima.

Mr Zhang, what can we look forward to at the next edition of SIUF?
Creativity and investment are the two keywords of this edition, not only related to the design of the garment itself, but broadened to production and distribution processes. We are encouraging design studios and independent designers to join us and contribute to bringing in new dynamic ideas. They will be at the center of the trend area as well as the signature fashion show. Creativity applied to fabrics and components leads to new applications, such as 3D fibres, moisture management fibres and new natural latex developments, bringing fantastic, unexpected but desirable functionality to intimate apparel. Smart technology will be very visible at the show too, with innovative solutions such as facial recognition applied to retailing or integrated physical data monitoring systems. Additionally, since development requires resources, we are hosting the first investment forum, inviting venture capital and funds to explore the intimate apparel market. Today, only a very limited number of companies are listed, but we expect a big change in the industry and we want to take part in it.

SIUF is famous for its numerous events such as fashion shows, conferences and designer competitions; tell us more about your events for this upcoming show.
Sure, at SIUF 2018, there will be the traditional Awards Gala to recognize the most outstanding contributor to the underwear industry. Brands, distributors, retailers, e-commerce and all industry-related roles will share their successes. Again, the Lingerie Design Contests will bring new original style directions, while the Supermodel Contest, dedicated exclusively to Asian participants this year, will provide the industry with new faces.

How many exhibitors are registered to attend? Do you have your eye on any new brands?
Currently, we have over 850 registered exhibitors. The underwear industry is undergoing an in-depth transformation and upgrading with the times, which is why we are opening up new categories in SIUF 2018 comprising sportswear, sleepwear, kidswear and maternity.

What about visitors? Can you tell us a little about how many you are expecting and their profile?
According to the current registration data, we are expecting 130,000 visits. We aim to attract more professional buyers, retailers, distributors, designers and associations, as well as services and industry-related suppliers.

Do you have any advice on how foreign visitors attending the show can make the most of the experience?
The underwear industry in China has become one of the most developed in the nation. If from one side the country is home to the most efficient mass production, it is also the biggest underwear market in the world. We would like to advise foreign visitors to improve their understanding of the industry and market status here and establish more local industry relations, in order to seek increased business opportunities.

What would you say to international exhibitors presenting at the show? How can they make lasting connections in the Chinese lingerie market?
There are some points I would like to share with foreign exhibitors: localization is the key factor of success. The product has to be designed for the Chinese market. Pricing strategy should be acceptable for local customers. Distributors, malls and e-commerce are several optional channels which should be smart-selected for certain products. Lastly, fabric brands will enter the Chinese market more easily. Whatever the business may be, a reliable local partner is crucial to succeeding in the Chinese local market. See you at SIUF!